BEST GDPR PROGRAMME - DATA PROCESSOR
Shiona McDougall, SVP strategy, RAPP
Who is she?
A member of the senior leadership team, Shiona is responsible for driving the business and leading on strategy. She joined RAPP in 2010 from Harper Collins, where she was group marketing director, having previously worked at Virgin Wines, NTL and Jane’s Information Group.
What does she do?
RAPP sees GDPR as an opportunity for brands to improve relationships with customers. It commissioned research which revealed that many customers think no company has ever provided them with real value in exchange for their data.
RAPP then developed a three-step customer-centric programme which starts with a GDPR compliance audit, generating recommendations to improve data quality. The second step looks at the data-value exchange. The third step is the creation of a data collection journey. The customer is told where data will be used and how it will benefit them if they share. The aim is to take the customer from being an anonymous website visitor through to an engaged brand advocate.
What did the judges say?
“A very thorough and concise approach which engages the organisation from the top down and ensures compliance on all things GDPR.”
(Carolyn Stebbings of Rapp in centre accepting on behalf of Shiona McDougall)